Monday, May 31, 2010

Guest Post: Ecofashion brand injects some cool in to ethical fashion

I received an email the other day from Dan, who does the online marketing for Rapanui. This is what he had to sat about this way cool eco-friendly clothing company:

An ethical clothing company has unveiled a new range of clothing which aims to ‘put cool in ethicool’. The small Isle of Wight based brand have been trading for two years, concentrating on sustainable textiles and buying in clothes that matched a certain ethical ethos. Now they have established these connections the company has turned its attention to ‘making eco fashion cool’ with its new range and new website.

Rapanui was set up by brothers Rob (25) and Martin Drake-Knight (23) in early 2008 with £200 of savings. It has quickly grown into an award winning brand, earning recognition at Enterprise UK’s Young Brit Awards and the Sustainable Business Awards for their commitment to using organic, natural fabrics, wind powered factories and Fairwear Foundation audited supply chains.

Before now the brand was essentially appealing to people who were already aware of the bad ethics that surround the fashion industry, with their cool new designs the brothers hope to captivate an audience of high-street fashion shoppers, who are perhaps less aware of where their clothes come from.

Martin explains - “It’s not that people don’t care, it’s just that they don’t know. If we can inform and educate people as to where clothing comes from and how it is made they can make informed decisions as shoppers.”

Rob continues: “We’re all young people at Rapanui and think it’s only right that people of our age can have access to high street style eco-fashion and in the process learn where their clothing comes from and how it is made.”

Rapanui’s website also hosts a Wikipedia style resource packed with information about their supply chain, where consumers can find out where clothing comes from, how it is made and ask questions on anything – from planting the seed to stacking on the shelf.

Martin concludes “As a brand, if we can mix eco-fashion with trend to inspire people to think about the environment in their wider lifestyle, we will have done our job.”

Check it out at;
and let them know what you think.


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